Aveda’s mission of care guides every decision they make, and this has never been more important as the present. Last summer Aveda put a robust, long term recovery plan in place to help rebuild, support and care for their independently owned salons into the ‘new normal.’ As part of this support plan Aveda will launch an industry first initiative in April 2021– Powered by Flossie; a digital first service connecting salons to Aveda.co.uk to help identify and encourage new client bookings into salons.

New Normal

“Emerging from our first lockdown, we had a robust recovery plan to rebuild our salons in the ‘new normal’, with an extensive virtual education programme to engage our teams, the disruptive Botanical Repair launch and the introduction of Salon A-commerce. The ‘new normal’ has changed a little since then, but with our new industry-first initiative, Powered by Flossie, we continue to support our salons by helping rebuild and grow their businesses with new clients by utilising our extensive Aveda retail customer database,” – Luke Evans, Vice President General Manager UK & Ireland: Aveda.

Powered by Flossie

Powered by Flossie curates available appointment times across the network of Aveda partner salons and promotes them through social media as well as Aveda’s proprietary e-commerce website (Aveda.co.uk), allowing guests to seamlessly book an appointment online. Using this, Aveda is able to proactively digitise, merchandise and track the full customer journey on behalf of their salon network. This is made possible without requiring changes to their salon’s existing software providers. Through Powered by Flossie, Aveda has been able to take a more customer first approach in how they want to offer salon services and products together online.

Game Changing

“We are so excited for the launch of Flossie – just what we need to help support our salon following one of the strangest and toughest years we’ve had, alongside everyone else in the industry! To be able to benefit from Aveda’s huge following at such a local level is game changing, and we can’t wait to open our doors again to clients old and new,”- Susannah Jones, co-founder of Butchers London.

Stepping Up

“In a year where high street salons have experienced considerable challenges; product companies are being asked to step-up and offer customer-led digital solutions that make it easier to get customers safely back into salons. But there has been a non-trivial problem holding back the industry; global hair colour product companies – such as Aveda – have enormous and very fragmented salon distribution networks. These salons use many varied salon management software systems across their individually run businesses making it impossible to aggregate their availability data,” – Jenene Crossan, Powered by Flossie Founder and CEO.

Background Industry Stats

The hair and beauty industry is valued at £8.6billion per annum . Legacy technology that is poorly documented with no public APIs is holding back the opportunity for product companies of all sizes to aggregate their network data and promote appointments online on behalf of their salon partner networks.

Worldwide the hair and beauty industry is expected to be hit by a 15% decline (from an annual growth rate of 5% ) due to Covid-19. Aveda UK are the first to the UK-market to trial new innovative technology to solve a technically difficult strategic pain point and showing more support to the industry at such a critical time.

For more info on the brand, visit Aveda here.